图书植入商业广告的运作模式分析与展望

发布时间：2018-03-17 18:35

本文选题：图书　切入点：商业广告　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：报纸、杂志、广播、电视作为大众传播的主流媒体,也是广告最为常用的媒体。随着新媒介的出现,广告涉及的领域越来越广,广告的表现手法、技巧也越来越高明,但是,确有一领域,广告未曾大肆染指,即图书。图书却未被商业广告媒体相中,这不得不令我们深思。图书作为传统媒体,我们常见的是其自媒体广告,即图书刊载推荐图书的广告形式;而图书媒体刊登商业广告的形式却寥寥无几。本文基于此,对图书植入商业广告的运作模式进行研究,试图在传统出版转型升级之际,另辟蹊径,找寻纸质图书的增值空间;同时在“互联网+”政策的推动下,如何将“互联网+数字出版+广告”运作模式应用到实践中,提出几条开放性思路,以供参考。除了结语之外,本文共分四个章节。第一章绪论部分主要阐明图书与广告的发展背景及法律现状,对图书植入广告的可行性进行分析。图书成为广告媒体的研究对象既可以开拓传播学、广告学、营销学以及出版学、编辑学等学科领域的视角,又可以通过系统地分析图书与广告的特点、运营模式及现状,为图书产业、广告业的发展提供智力支持。第二章主要论述图书植入商业广告的运作模式和发展现状,以及在实践中遇到的困难。图书植入广告的方式莫非两种,一种是硬广告,一种软广告,而多数读者更乐于接受软广告。第三章针对图书植入商业广告的发展瓶颈提出了优化策略。从图书的选题策划开始,将广告设计融入其中,针对不同类别的图书有选择性进行广告设计。第四章主要阐述了在新时代、新媒体的大环境下,图书载体发生改变后,“数字出版”这一新生事物如何与广告、互联网融合,使图书植入广告更具有发展前景做了探讨,并提出“数字出版与广告、互联网”融合,将成发展趋势。最后得出结论,图书植入商业广告的运作模式具有可行性。首先,图书与其他媒介相比具有稳定性;其次,按图书分类投放相关广告,广告更最精准。第三,在数字化时代,“数字出版+广告+互联网”的运营模式同时带动了图书线上与线下销售,是互相促进,共生共赢关系。
[Abstract]:Newspapers, magazines, radio and television, as the mainstream media of mass communication, are also the most commonly used media for advertising. With the emergence of new media, advertising is increasingly involved in a wide range of fields, advertising techniques and skills are becoming more and more sophisticated, but, There is one area in which advertising has not been heavily involved, that is, books. Books are not seen in commercial advertising media, which has to make us think deeply. Books, as traditional media, we often find their own media ads. That is, the form of advertising of recommended books in books, but very few forms of commercial advertisements in book media. Based on this, this paper makes a study of the operation mode of commercial advertising in book placement, in an attempt to upgrade the traditional publishing process. Find a new way to increase the value of paper books; at the same time, under the promotion of the "Internet" policy, how to apply the "Internet Digital Publishing Advertising" operation mode to practice, and put forward several open ideas. In addition to the conclusion, this paper is divided into four chapters. The first chapter introduces the background of the development of books and advertising and the current legal situation. This paper analyzes the feasibility of the placement of books. Books become the research object of advertising media, which can open up the perspective of communication, advertising, marketing, publishing, editing and other disciplines, such as communication, advertising, marketing, publishing, editing, and so on. It can also provide intellectual support for the development of the book industry and advertising industry by systematically analyzing the characteristics, operation mode and present situation of the books and advertisements. Chapter two mainly discusses the operation mode and the present development situation of the commercial advertisement of the book implantation. And the difficulties encountered in practice. There are two ways of inserting advertisements into books, one is hard advertising, the other is soft advertising. Most readers are more willing to accept soft advertising. Chapter three puts forward the optimization strategy for the bottleneck of the development of commercial advertising. Chapter 4th mainly expounds how "digital publishing", as a new thing, merges with advertising and Internet after the change of book carrier in the new era and new media environment. This paper probes into the prospect of the development of the book placement advertisement, and puts forward that the combination of "digital publication, advertisement and Internet" will become the development trend. Finally, it is concluded that the operational mode of the commercial advertisement of book placement is feasible. Books are more stable than other media. Secondly, advertising is more accurate by classifying books. Third, In the digital age, the operation mode of "Digital Publishing Advertising Internet" promotes the online and offline sales of books, and promotes each other, symbiosis and win-win relationship.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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